Wenlu University guesses where is the new outlet for the consumption scene?
2022 we will travel like this
The brand-new 2022 has officially opened. Standing at the beginning of the year, it is very meaningful to look back on the rise and fall of the wave of cultural tourism in the past year.
In recent years, the cultural tourism industry, which is closely related to the people's happy life, is undergoing tremendous changes, and the cultural tourism consumption scene has also undergone many changes.
In this process, opportunities and challenges coexist in the cultural tourism industry, dreams and hopes coexist, and many new outlets for the future development of cultural tourism have emerged.
Cultural tourism promotes consumption and experiences new ideas.
Experience is the core of the cultural travel industry. It is the natural mission of the cultural travel industry to continuously create new and attractive experience scenes to stimulate consumption and create memories of a better life.
In 2022, how will our cultural and tourism life change, and where will new outlets and new hot spots for cultural tourism consumption appear?
Text, picture/Guangzhou Daily full media reporter Chen Weiwei (except for signature)
Popular topics
Micro vacation
Consumption scenario:
Cultural business travel complex, theme resort hotels, boutique homestays, etc.
"I plan to choose a weekend for two days and one night's "micro vacation" every month, so that I can feel the beauty around the city." "Post-90s" white-collar worker Zoey wrote this when he made his 2022 travel plan.
Micro-vacation has been popular in the past two years. The so-called micro-vacation mainly refers to local travel and surrounding travel, and it has the characteristics of short travel radius and time, high frequency and so on.
In 2022, micro-vacation will still be the main tourism mode that meets people's leisure and vacation needs.
At the same time, with the addition of factors such as the improvement of tourists' demand for the quality of experience, the more abundant surrounding tour packages and products, more and more cultural and tourism companies will focus on this market.
According to data from Tianyan Check, there are currently nearly 3.5 million companies in my country that provide services related to local travel and surrounding travel, of which Guangdong Province has the largest number.
In the past New Year's Day holiday, data from many online booking platforms including Ctrip, Tongcheng, and Lvmom.com showed that the booking of local surrounding tours was very popular, and micro vacations were popular among families, parents and young tourists.
Seeing the new trend of micro-vacation, many tourism companies have accelerated their transformation in the past two years, focusing on micro-vacation tourism products.
But simply launching micro-vacation products is not enough to attract more consumption. “Quality + creativity” is the new direction for micro-vacation in 2022.
In order to meet the higher requirements of tourists for quality, the providers of micro-vacation tourism products may rely on high-quality resources to carry out more creative development, mainly in cultural and business travel complexes, comprehensive theme resort hotels, boutique homestays or regional homestay clusters, etc. A variety of ways to further dig deep into micro vacation resources.
Among them, the cross-border ecological chain development of micro-vacation products may be a new direction, such as cross-border cooperation with health care, sports, and automobiles.
In terms of promoting the upgrade and iterative update of micro-vacation products, and providing refined products to meet the needs of different segments of the population, it is necessary for the industry to further demand-oriented and in-depth exploration.
Dai Bin, Dean of China Tourism Research Institute, said that in recent years, the trend of tourism consumption upgrade and tourism market sinking has never stopped. Tourists from Beijing, Shanghai, Guangzhou, Shenzhen and other cities can stay in resort hotels or special features for thousands of yuan a night. B&Bs, Michelin and Black Pearl restaurants, it can be seen that digging into the potential of the micro-vacation market will help open up more consumption scenarios.
Popular topics
Night travel economy
Consumption scenes: night cultural and tourism consumption clusters, tourism and leisure districts, national demonstration pedestrian streets, etc.
Focusing on lighting up the night economy is an important direction to expand the time and space of cultural tourism consumption scenes. In the past two years, a large number of "national brand" night cultural tourism consumption clusters, tourism and leisure districts, and national demonstration pedestrian streets have been launched, becoming night cultural An important scene of travel consumption.
The night economy has a long industrial chain and many related industries, and it has a huge role in driving the local economy.
Among them, the night cultural travel experience, as an important form of extending consumption time and stimulating a new round of consumption upgrade potential, has also become a new bright spot for attracting tourists in various places.
According to the "Travel Night Economic Report for the First Half of 2021" released by Ctrip, the average number of night tours per user in the first half of 2021 reached 1.3. The sales of night tour scenic spots and fun tickets in the first half of the year increased by 469% year-on-year and 106% year-on-year. Especially during the holidays, the popular trend of night travel is more significant.
It is foreseeable that in 2022, the night travel economy will continue to show its enthusiasm.
It is expected that various places will continue to launch night-time consumer activities to enrich the supply of night tour products. The scenic area will also extend the opening hours according to the actual situation, so as to promote the continuous increase of night tourists and the further increase of night economy.
However, it should be noted that the current supply of night travel experience is not diversified enough, and there is a trend of homogeneity, especially the consumption potential after 22:00 has yet to be further tapped.
Therefore, it is necessary to create a diversified business format, form a night tour agglomeration effect, better integrate the night consumption scenes of food, housing, transportation, travel, shopping, entertainment, etc., and meet people's diverse leisure consumption needs, so as to further promote the night tour economy development of.
Industry insiders believe that with the release of a series of policies and measures that are beneficial to the economic development of night tourism, the time and space of night consumption will be more effectively expanded, making it an important support point for the growth of cultural tourism consumption in the future.
If you focus on Guangzhou, Guangzhou is one of the earliest cities in the country to develop the night tourism economy, with prosperous consumption at night and rich night tourism experience. Taking the Pearl River night cruise as an example, this well-known Guangzhou city cultural tourism brand has continued to expand its boundaries in the past two years. Food, culture, performances, etc. are introduced on the cruise ship, creating a brand-new Pearl River night cruise experience product, which can also be seen from Guangzhou's efforts in creating new forms of cultural tourism consumption, new models, and new hot spots.
Popular topics
Boutique Country Tour
Consumption scenarios: villages, characteristic towns, agricultural parks, etc.
"Going to the countryside" has been a hot trend in tourism in the past two years. The beautiful countryside, characteristic towns, agricultural parks, etc. have created batches of brand-new consumption scenes, which continue to attract people to travel and experience in the countryside.
As people's expectations for rural tourism are getting higher and higher, the supply of rural tourism products is also required to be more distinctive, connotative, and tasteful.
According to data released by the Ministry of Culture and Tourism, in recent years, the Ministry of Culture and Tourism has coordinated the promotion of rural tourism development and achieved remarkable results. In conjunction with the National Development and Reform Commission, it has launched 1199 national rural tourism key villages and 100 national rural tourism key towns.
In the past two years, rural tourism has also become one of the important forces promoting the recovery and development of the tourism industry.
In 2022, rural tourism will be empowered by culture and reveal more charm.
Among them, people's pursuit of quality improvement will also encourage rural tourism to continue to take the boutique route, and rely on high-quality rural tourism resources to create more diversified formats, such as wild luxury tent camping, orchard picking, water sports, etc., to attract more Tourists fall in love with rural tourism.
Popular topics
theme park
Consumption scenario:
Various theme parks appeared, and popular IP became a hot spot
In 2021, theme parks have attracted waves of enthusiasm in the country, with the opening of Beijing Universal Resort, the opening of Disneyland’s Lina Belle, and the start of construction of Legoland in Shenzhen and Shanghai. Domestic theme parks will continue to move and succeed in 2021. Attracted the attention of consumers.
However, the number of visitors to theme parks in the past two years is still in the recovery stage.
Lin Huanjie, director of the China Theme Park Research Institute, believes that a significant change in recent years is that international brand theme parks have entered China. In the face of fierce market competition, the development of theme parks has reached a key point of industrial integration. It is necessary to maintain excellent brands. Improve and innovate at the same time.
It is worth mentioning that Guangdong's theme parks developed earlier and have a strong influence in domestic theme parks.
In the top ten list of comprehensive strength, Guangdong's theme parks account for five seats, demonstrating the strong strength of Guangdong's theme parks.
In terms of park planning and event planning, Guangdong's theme parks have maintained certain advantages.
Recently, Disney’s brand-new IP image-Lingna Belle, after her "debut" has aroused tourists' enthusiasm for theme park surrounding products, which has also brought new thinking to the development of domestic theme parks, and how to conduct more in-depth research IP marketing is also a topic worthy of attention, but for many theme parks, IP marketing has a long way to go.
In 2022, what other eye-catching IP will appear?
It is worth looking forward to.